Roy H. Williams says, "Advertising is a tax we pay for not being remarkable." Dixon melons are sliced into juicy, axiom-proving-bites. Besides their remarkable taste, Dixon melons are available only for a limited time in small quantities.
Before: Call conversion rate: 25%. Cancellations: 30%. After: Call conversion rate: 70%. Cancellations: 1%. Here’s what we did…
Without a consistent theme, you probably don't even have a campaign. And then at that point, what are you doing? You're not branding. You're not bonding.
All the data including marketing spend, sales numbers, profit margins, etc.
In business, this is critical. How do you make someone say “Yes” to your request? Robert Cialdini's scientific approach to persuasion found that influence is based on six key principles.
I saw the following posted as a bit of humor online and thought it contained a powerful advertising lesson.
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
Radio never teamed up copywriters with sound producers to create great ads that pushed Theatre of the Mind to full effect and that were more than the sum of their parts.
Need Met + Easy = Delight I realize that you as a business owner are swarmed with issues on a daily basis that make you feel like it’s not this simple. But from a consumer standpoint, it is this simple.
If you try to buy attention without a story, you’ll strike out. This is what happens to most advertising and marketing efforts. People buy “exposure” via advertising and presume that they’ve also purchased attention...
For example, let’s say that, through targeted media, I could reach 10 of my ideal, target customers for $10 a piece. Or, I could reach 100 customers for $1 a piece, but only 20% of them would be my ideal customer.
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Look first to the narrow neck in your marketing process.